Local dignitaries gathered at Wokingham's Tesco store in Finchampstead Road, last Saturday, where one of the trees displaying tags requesting gifts has been set up.

Run for the benefit of the Save the Children Fund, Berkshire Women's Aid (BWA) and other local charities, the appeal aims to put a smile on the faces of underprivileged youngsters this Christmas who may otherwise go without a gift.

JJ the Clown from Circus Scene got everyone in the party mood as shoppers looked on during the launch.

Wokingham MP John Redwood was at the launch to lend his support and bought an Aston Martin DB7 Vintage toy car for the appeal.

He said: "It's a great idea and I'm delighted that the Wokingham Times are doing it again.

Cllr Barber, who officially cut the ribbon to launch this year's appeal, said: "It's for a young man called Phillip and I hope it makes his Christmas and the rest of his year really enjoyable.

"The appeal is important because it brings it home to everybody the need to help those less fortunate than ourselves.

"Everything we can do to make their lives happier is worthwhile."

Wokingham Town Centre Manager John Bingham and Cllr David Swindells, the district council chairman, were also among the first to buy a present.

Berkshire Women's Aid's Dagmar Strasser said: "Children who come to us have to leave their home without anything at all.

"The Giving Tree will make Christmas special for them and their mums — it's wonderful, exciting and touching when we give them the presents.

"One child asked us if we could give their mum a house!"

Pat Reynolds, from family support group Home Start, said: "The presents will help lots of single parents with financial difficulties and hardship.

"Many children get very little if anything, so when they get a gift they are over the moon — you can see it in their faces."

As in previous years, Times readers have been asked to take tags from special Christmas Trees set up at Tesco's, the Times office in Denmark Street, Wokingham District Council offices at Shute End, and Nirvana Spa and Pulse 8 health and fitness club in Mole Road, Sindlesham.

The tags will show a child's name, age and the gift they would like.

The gifts should be returned to the tree unwrapped.

Envelopes and collection tins will also be available if people want to make cash donations. Cheques should be made payable to the Save the Children Fund and taken to the Times office.

Tesco spokesman Marilyn Luther said: "I think this campaign is brilliant and it gets more successful every year.

"It's for children who get nothing at Christmas and often their mums suffer just as much because they have got nothing either."

Tesco customer service manager Gilly Hadley added: "It's about Christmas and showing we care about people."

Heather Clewett from Save the Children said: "This appeal will help a great deal of children at this time of year.

"I'd encourage people to come and get involved because when you give, you receive.

"Every little helps — a small amount goes a long way."

E Companies have also been invited to come up with wacky ideas for raising the most money for the appeal as part of a competition from sponsor Microsoft.

Firms which raise the most can win £1,500 from Microsoft to give to the school of their choice. A runner-up will receive £1,000.

Money raised will be distributed between the charities involved.

Microsoft spokesman Liz Gent said they were delighted to be involved.

"It's tremendous that this appeal supports local charities.

"Everybody talks about Christmas being for the family and this campaign allows people to give to someone less fortunate."

Readers can buy presents for the campaign until Saturday, December 22.